What are the top 3 things you would like to communicate through your logo?

Do you have any other info or links you want to share?

I would like to use Heiti SC as in the attached file, but am open to other suggestions. I would like to keep the logo very simple, making it interesting through the use of color in the font, texture, mixture of bold and standard fonts, etc. Italics will probably not be my style. I want something very simple, classy, minimalist that would be appropriate for an architect or design firm.